What’s Really on the Mind of Investors?

“If you remember only one thing…” Advisors who attended Loring Ward’s 2017 National Education Conference will likely remember Frank Luntz’s important message about what to say (and what NOT to say) to investors.

As founder and president of Luntz Global, Luntz has written and conducted more than 2,500 surveys and focus groups throughout the world. You may have seen him on TV working with focus groups during presidential elections or more recently on 60 Minutes. Here are some of the highlights of his presentation at Loring Ward’s conference:

People are more cynical than ever before, so if you want to be successful today, it’s not about making the sale, it’s about making a friend.

Remember to use different words when you speak to different clients. Age is the single greatest language differentiator, followed by wealth and gender.

You can do so much better asking questions than making statements. Ask questions like these:

What do you want most in life?

When it comes to your future, what’s most important to you?

Imagine life to perfection — where are you, what are you doing, who are you with?

What Do People Really Want?
Luntz’s research found the most common “wants” by age and gender:

The views expressed represent the opinions of the author which are subject to change and are not intended as a forecast or guarantee of future results. Stated information is provided for informational purposes only, and should not be perceived as investment advice or a recommendation for any security. While Loring Ward believes the information to be accurate and reliable, we do not claim or have responsibility for its completeness, accuracy, or reliability. Statements of future expectations, estimates, projections, and other forward-looking statements are based on available information and the author's view as of the time of these statements. Actual results, performance or events may differ materially from those expressed or implied in such statements. past performance of various investment strategies, sectors, vehicles, and indices are not indicative of future results.